Homecore

Pin this to your ‘everyday packaging design inspiring retail spaces’ collection: one of the newest shops on the Champs-Elysees owes its look to the humble Krylon spray can.

But the graffiti reference makes sense: the menswear brand, Homecore, was the first homegrown name to push streetwear in France, some 25 years ago. ‘It’s indeed a check to graffiti, but also a declaration of love to the “Peace, Love, Unity and Having Fun” fundamental statements of this culture.

Once the palette was based on Newton’s prism, which disperses white light into the colours of the spectrum. For a coupling, a series of seven arches act as a space of refraction. The store thus becomes a life-size, walkable representation of the chromatic circle, ‘where colour gives structure to the space, just like a material.’

Alexandre Guarneri, Homecore’s creator, has notoriously refrained from using black in his pieces – it’s a conscious decision that he calls ‘colour therapy.’ He’s designed clothing items that remind users of the body’s proper and healthy alignment;
the garments, produced in small ateliers in Portugal, include hidden labels with messages such as TODAY I WILL TELL YOU THAT I LOVE YOU. In many ways, thus, Guarneri has been ahead of his time in terms of aesthetics and brand communication.